Poster’s Aren’t

 

Here's a conversation that does happen...

 

You know that awesome song from the 90’s? Yeah.. the one that goes like… were in the video they… and… Oh yeah that line was so legit. We should bring that one back!

 

Here’s one that doesn’t happen...

 

You know that amazing poster  from last year. Yeah… that poster that just took “trend” to another level. Yeah.. the print that just made you feel like you were in Dubai… and the way it stuck to the tree down churchill road. What a poster!

 

Making something?

Pushing it to market?

Let it be….

Memorable….

 

Posters Aren’t

Brand Awareness is not Good Enough

So we’re big fans of Burberry (that international clothing brand based out of London). Not because their clothes are expensive (we’re talking really expensive) or even because their style is hugely different from the other brands.

We’ve bought into their adventure. Burberry started telling their story through powerful short films and people started realising that in the past, they were the brand that clothed some of the most dangerous explorations on the globe. They suited up Shakleton on his adventure through the South Pole.

They suited up front line war heroes in World War I, with special garb. They decked out the first woman pilot. We’re won over not because they sell clothes. They sell a pioneering spirit and a world that pulls you in.

Marketers around the world work hard to move the consumer from brand awareness to brand loyalty to brand insistent (Steve Greene). 

So here’s our take on it.

Brand awareness can come by shouting loud. Pushing a good product. Discounts and price battles.

Brand loyalty comes by consistency, good service, relevant information and

Brand insistence comes through relationship. The extra mile, the story connection and an experience that makes you feel like family. This is what good content brings to the light. It let’s people in on the passion that drives the brand.

Content is not king. Good content is king.

Let people insist on your brand. Not just know about it.

Why your character won’t work.

You get that feeling when you watch something that’s...almost there… but not quite. That character seems pushed. The interview is a little stoic. The talent is over exerting themselves. We’ve heard it said a lot. Man; it just feels forced. Ever been there?


So how do you disarm the talent and make them feel like they’re at home with their legs crossed by the fire? Here’s what we’ve found to help out a ton. (And we’ve worked with full blown professionals and people whose only acting experience has been when they’re trying to act cool in front of a girl (or guy) they like.

Three different types of people in-front of the camera (We’ve chosen three, but there are a whole lot more)

The suited CEO. High powered individuals (Someone used to cold boardrooms and heated financial pressure).

These guys see the crew, the cameras and lights as a little overwhelming. Mr. Freeze blows on their face and it’s…. Like stuck. Before anything happens we’ve found that  these guys have to laugh. First camera questions have nothing to do with the story. A question like “What’s the sneakiest thing you’ve ever done behind the scenes in your organization.” It’s amazing what a random question will do to relax the man or woman in the spotlight.

The Non Actor. Acting.

So friends, family members; people that you’re hoping pull out what you want. This can be tough because the professional acting catalogue isn’t marketed well (or maybe it’s not there) you use who you can. Again - the “get them to relax game” means you and your crew have to be relaxed. A stressed out non-actor will give you nothing. So create the atmosphere (gestures, speech, body language) where there is no failure. Tell them they’re doing great - even when they’re not. Then suggest a few things each time. Sometimes the non actor doesn’t ever act. You gotta be cool with that.

The participators of the story.

Doing real life stories doesn’t give you a choice in who you use, but what turns a participator into a heart throbber are the questions. The wrong questions will throw water on any passion spark that’s there. The right questions will pour fuel on it and bring out the roaring fire that your story needs. We’ll post some more about this later on.

These are just a few tips from us to you in a world where sometimes you can’t choose your talent.



 

All talk and no action makes Johnny Talker a dull brand

Ever seen a brand selling dreams but delivering nightmares? We bought a locally phone brand once. You know - support the homegrown energy. Promises were stacked higher than Joina City and the branding was a little above average. The phone crashed in a few weeks and the customer service agent’s name was nonsense … and that’s exactly what they gave us.

As much as the marketing and powdering-up matters, the delivery on the promise is what turns an interested chancer into a lifetime customer.

Think about this, a big bad marketing campaign can push all the right buttons drive sales and increase walk in customers. Open for Business in Zim, for example. It’s good (it could be better), but if investors flock Zimbabwe to an open sign and they find weeds of bureaucracy, stifling policies and a difficulty in doing business then they’ll walk out and tell other people that we’re closed. “They’re not as ready as they say they are.”

You don’t want to be spending more time on damage control than creating your brand movement. It’s harder to win these clients back because no amount of marketing clout will get them to trust you again. Trust is paralyzed. Done.

So great marketing is linked to the UX (user experience) on the ground. It needs a strategy that connects to the experience of the customer. The conversation is bigger than “Just make us look good out there.” It’s about the smart ideas & systems behind the scenes that give credibility to powerful campaign.

Big Marketing + bad experience = irreplaceable trust

Small Marketing + big experience = referrals that last a lifetime

Follow the promises to the ground, and eliminate the problems in your UX.

A come back from a muddy brand name is like trying to revive the Zim dollar.

After the pre 2008 bad Zim dollar experience, how many Zimbabweans wanted it back? Zero.

Match up the promise to the experience and you’ve got dynamite.